Air France lets passengers waiting at the gate play a digital game for a chance to win an upgrade to Business

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This case appears in the February 2015 edition of the Airline Marketing Benchmark, a monthly report by airlinetrends.com and Simpliflying that identifies the latest innovative marketing campaigns recently launched by airlines around the world. Learn more »

To raise awareness in the Asia Pacific region of the new cabins on its B777s, Air France has developed a mobile game called Cloud Slicer, which allows travellers to compete for an instant upgrade on their flights.

This game was first launched at Singapore Changi and Osaka Kansai airport in late 2014 when passengers were handed tablets and encouraged to play Cloud Slicer, where they had to swipe the screen to cut up clouds and compete for high scores.

More than 400 passengers in the boarding gates participated in the 15-minute game. Scores were displayed in real-time on three larger screens located at the boarding gates. 15 lucky top scorers in Singapore and six in Osaka were instantly upgraded to Business Class on their flight and received their new boarding passed from the pilot himself. Video of the event here.

From January 19 2015, the competition has been extended to a regional level. All Air France passengers flying from China, Hong Kong, Singapore, Indonesia or Japan can download the game (iOS or Android) and compete against each other. The best scorers of the month in each country will have the chance to be upgraded on their next flight to Paris.

Three top scorers were picked on January 31st and another three will be selected on February 27th to win free upgrades on their upcoming flights. The contest is only open to ticket holders who will travel between February 15 and December 31, 2015 and is based on seat availability on the travel date.

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